Idea Envy: VW BlueMotion Roulette

This is one to file under ‘ideas you wish you’d come up with’ – in this case it was VW’s Norwegian agency Apt that got there first.

So how do you make people care about a boring-but-important feature like a car’s fuel consumption? What about asking consumers to upload their favourite fuel-economy related stories to your Facebook page? Or not.

In fact, these guys decided it would be more fun to turn one of Norway’s longest highways into a giant game of roulette. The person who correctly predicts where the BlueMotion will run out of fuel gets to keep one – finally giving people a real reason to research fuel economy…